The stakes are certainly high as we near the creating of the newest biggest hotel brand in the world.

— Grant Martin

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What to Know Now

With regulatory approval from the European Union this week, Marriott and Starwood inched closer to the finish line in their race to a completed merger. After approval from China next month, the two hotel giants plan to become one.

That milestone is only the beginning of the merger as far as business travelers are concerned. Much needs to be integrated in terms of booking engines and branding while the customer experience, including two vastly different loyalty programs, needs very careful attention. While Marriott’s CEO assures those communities that everything will be groovy, many, particularly those in the Starwood space, have their doubts. With news now that the merger is all but complete though — naysayers are either going to have to start drinking the Kool-Aid or heading to greener pastures.

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